Winner
Co-creating a Mental Health Campaign that Speaks the Audience’s Language
Summary of work
Despite high awareness, many people feel disconnected from the mental health system. They don’t recognise themselves in communications or relate to the voices speaking to them. So they don’t engage with the support they need. Setting out to close this awareness to action gap and recognising that we may not be the people to represent our target audiences, we developed a robust creative platform to guide content co-creation, with an idea reviewed by an advisory focus group. Partnering with Universal Music, we selected and paired upcoming artists with real people who had experience of mental health issues. Artists wrote and performed spoken word pieces representing the advisors’ lived experiences in authentic voices. From shared Afro-Caribbean heritage to Welsh language speakers real bonds enhanced the content’s credibility. The call-to-action tagline ‘If this speaks to you, speak to us’ encouraged them to contact Mind. Considered media placement targeted cinemas and OOH executions, to areas with high audience representation and TV / BVOD executions targeted shows that are known mental health triggers. We saw the awareness to action gap close with a 40% increase in enquiries to Mind’s services as more people took action and 28.3 million impressions with wide organic media coverage.
Judges’ comments
Langland and Mind produced a sensitively-handled and beautifully executed campaign. The judges thought the pairing of upcoming artists with real people who had experience of mental health issues was a fantastic idea, and thought the placement was well observed. An outstanding campaign held together by a simple line.
